How to Produce Content at Scale for Your Marketing Agency

 

Creating content at scale isn’t always easy for marketers. However, with the right strategies, tools, and guidance, content creation can become a breeze for you.

From automating outlines to outsourcing brilliance, we've got the keys to make your content shine.

Let’s explore why you must scale your content production and how to do it!

     

What Does Producing Content at Scale Mean?

Producing content at scale is more than just pumping out more posts. It's about enhancing your intended audience’s experience by offering a wealth of material to educate, assist, and guide them throughout their purchasing journey.

Simply creating a massive number of posts to boost your blog's content volume isn't the right approach. Maintaining a high standard of quality is crucial because search engines aim to provide users with relevant results. 

Plus, today's consumers are discerning and have higher expectations. Producing high-quality content at scale to meet their expectations takes time and the right resources.

Let's not forget that blog posts, videos, ebooks, infographics, and interactive materials are integral to any robust marketing strategy. 

Each post should align with your overall strategy, ensuring steady growth for your blog. Moreover, content scaling also involves refining existing content or repurposing old material to align with search intent and boost organic reach. 

Ultimately, purposeful production of content at scale enables you to maximize return on investment (ROI) and stay competitive in the industry. 

What Are the Main Benefits of Publishing Content at Scale?

Let’s explore some compelling benefits of producing and publishing content at scale:

Enhanced Brand Recognition

Brand recognition is a measure of how well people know and recognize your brand. It's about making sure that when consumers think about your industry, they think about your brand.

In digital marketing, especially in SEO, brand awareness is all about showing up more often when people search for a specific topic. When your brand appears frequently in search results, it gets more attention.

Consumers see this and think, "Hey, this company must know a lot about this stuff and probably has the answers I'm looking for." 

So, the more content your company can get to show up in search results, the more people will recognize and trust your brand.

The real bonus in all of this is that gaining authority in your field is a big win that comes from putting effort into building good brand awareness.

Authority Building

Having a well-organized content structure is super important for SEO. The topic clusters technique, i.e., grouping your content into big themes, can help you build authority. 

You have a main piece of content (a pillar post) at the center, and then you have more specific posts (satellite posts) around it, each addressing topics related to the main post.

This whole approach shows that even if your content is unique and complete, it still needs other quality content around it to get great results. 

Beyond just aiming for top rankings in searches with lots of competition, showing that your company knows a whole topic inside out really boosts its authority.

Better User Experience

Every digital marketer should prioritize user experience. That's why we see significant changes in Google's guidelines, causing websites worldwide to make adjustments.

Improving user experience goes beyond just the content. It involves enhancing navigation, comfort, and usability. 

Keep in mind that one search often leads to more questions, and a well-detailed post can prompt even more specific inquiries.

This is where the benefits of topic clusters come in. They allow your company to provide everything your target audience might be looking for on a particular subject. 

An added bonus is that good navigation not only helps search engine bots but also keeps your audience engaged on your site for longer.

Improved Market Data

User data plays a significant role in most digital marketing operations, directly or indirectly aiding in understanding user behavior. 

Every piece of content you put out there can be an opportunity to better understand your audience and cater to them more effectively.

Producing content at scale provides a chance to enrich your market analysis, conduct more precise tests, and optimize your results. 

You can enhance these benefits by incorporating interactive content such as quizzes, questionnaires, and calculators, encouraging users to engage in a more extensive number of interactions.

8 Tips to Produce Content at Scale

Let’s explore 8 tips you can produce content at scale for your marketing agency:

Streamline Your Content Production Process

To kick things off, it's crucial to grasp how the entire creation process unfolds. Break down the work into its various phases and design a process that enables you to manage the entire activity with precision.

For instance, when crafting a post, agencies can view it simply as the "act of writing a text." However, you must recognize that creating professional content involves multiple steps, including:

• Keyword research
• Creation of guidelines
• Writing
• Proofreading
• Design
• Posting

Documenting these steps helps you gain more operational control over them and delegate responsibilities for seamless content scalability. 

Scale Your Content Ideas and Keyword Research

Efficiently managing topic and keyword research is a game-changer for your content strategy. 

If you have a mountain of content to create, starting keyword research from scratch each time can be quite daunting. That's where scaling comes into play.

When you scale topic and keyword research, you avoid reinventing the wheel every time you want to create content. Instead, you have a repository of keyword ideas and topics to tap into whenever needed. 

Maintaining a bank of keyword ideas enables you to timely use relevant keywords aligned with your target audience's search behavior. This helps optimize your content for better visibility and ranking in search engine results.

Thorough keyword research provides insights into the language your audience uses when seeking information. 

By incorporating these keywords into your content, you speak their language, making your content more focused, relevant, and valuable.

Utilize the following free tools for valuable insights in topic and keyword research:

• Google Trends
• Autocomplete
• People Also Ask
• Related Searches
• Keyword Surfer Chrome Extension

These tools help uncover trending topics, expand your keyword list, and address your audience's burning questions, helping you create a highly focused content strategy.

Craft Tailored Content Guidelines

Content guidelines are a lifesaver for agencies producing content at scale with multiple writers. They help maintain a consistent and steady flow of content.

When working with a writing team, you must maintain great content velocity, which is a measure of the amount of content a brand creates within a specific period. It can be measured in months, quarters, or years.

You need clear guidelines for seamless content velocity and to keep chaos at bay. With tailored instructions, your old and new writers will know the content tone, style, and quality they need to maintain.

A well-crafted content guideline also serves as a roadmap, introducing new writers to your brand's values, mission, and target audience, helping them create content that aligns with your brand from day one.

Here are some good points you must include instructions on in your guideline for content at scale production:

• Brand tone
• Writing style
• Writing, grammar, editing SOPs
• SEO guidelines
• Plagiarism checks
• Required tools
• Content structure and formatting preferences

If you update the guidelines, send your team the new memo and keep everything in an accessible place. 

Create Content Strategies for Effective Marketing

Creating content at scale without a plan is not a wise approach. Effective content marketing serves the purpose of educating the audience, guiding them through the buying journey, addressing their questions, and providing value.

This is where the inbound marketing methodology becomes crucial. It focuses on tailoring content based on the consumer's position in the sales funnel. 

Here are some types of content formats you can use for each stage of the marketing funnel:

• Top (Awareness): Blog posts, videos, interactive materials, and webinars.
• Middle (Consideration): Blog posts, ebooks,  infographics, podcasts, and quizzes.
• Bottom (Decision): Cases, reviews, testimonials, and demos.

By aligning your content production with the consumer's journey, you can effectively engage and provide valuable information at each stage of their decision-making process.

Employ an Editorial Calendar

An editorial calendar is an organized timeline for your content production process. It plays a crucial role in ensuring timely deliveries and meeting publication deadlines, especially in projects involving multiple professionals.

This calendar enables you to track your content, preventing common issues like schedule delays, keyword cannibalism or gaps in certain topics that might lead your audience elsewhere for information. 

While flexible enough to accommodate unforeseen events, your strategy must remain solid. It’s best to proactively plan your production for content at scale for months on end. 

You can brainstorm ideas and topics, fix deadlines, and allocate resources based on your calendar. This level of organization enhances productivity and minimizes last-minute stress.

It holds you accountable, ensures alignment with your goals and target audience, and promotes collaboration among team members, keeping everyone well-informed.

Consider Recycling/Repurposing Your Content

If your blog is already filled with valuable content, creating topic clusters becomes much easier. Identify the main topics covered in your material and generate specific blog posts with long-tail keywords. 

This not only expands the reach of your content but also reinforces your core posts.

You can repurpose your existing content in various ways to create new types and formats. Break down larger works into more digestible formats. 

For instance, if you have e-books and extensive infographics in your current strategy, transform them into smaller pieces like blog posts or images for social media.

Conversely, gather multiple blog posts, graphs, images, and other smaller content types on the same topic and combine them into larger works, such as e-books, reports, and white papers.

And don't limit yourself to written content; explore different formats like text, audio, video, images, charts, infographics, graphs, or interactive material. 

Instead of viewing your content as a one-time effort, consider it an ever-expanding resource that you can repeatedly use to create more content that resonates with your audience.

Presenting the same content in various formats makes your content more inclusive and broadens your audience as people consume information in different ways—some prefer reading, others listening, and some watching videos.

Leverage AI Tools for Quick Outlines & Content Generation

Crafting content briefs on a large scale can be a real time-drain, especially when creating content at scale.

Enter generative AI tools to the rescue! 

Tools like ChatGPT, Surfer AI, and Google Bard can significantly speed up the process by generating content outlines for you. 

Simply provide them with basic information such as the topic, target consumer, key points, and desired tone, and it swiftly produces a preliminary brief.

You can even save your prompt as a template and focus on refining and customizing the draft to meet your specific needs.

You can even use AI for overall content production. The best thing about using these AI tools is that they level the playing field, enabling you to compete with industry giants with endless resources.

However, when using AI, always remember the importance of your brand identity and unique voice. Your audience desires a connection with you, not just generic text churned out by a machine.

So, don’t forget to infuse your expertise and personality into all AI-generated content. Thoroughly edit the text to add your unique human touch to resonate with your readers, build trust, and get better engagement.

Outsource to the Right Professionals

As you continue creating content over time, you'll encounter challenges in generating enough material to consistently outpace competitors. 

These challenges include the need for additional time, resources, internal expertise, and tools to maintain your steady progress. 

It’s when you can think of outsourcing to produce content at scale.

While finding good content writing professionals is easier now, your business deserves more than just a run of the mill content marketing agency. 

You need experts who add value and offer specialized experience in projects like yours.

Collaborating with the right agency helps ensure the creation of sufficient high-quality, relevant, and targeted content, proving to be invaluable in your content marketing efforts.

Content Development Pros - Premium Content Writing Services

CDP has the expertise and writers to become your dedicated partners for successfully creating content at scale. From ideation and research to writing, editing, and publishing, we can help you fulfill your marketing goals.

We offer:

• Tailored content plans for your agency
• Well-researched, high-quality, diverse, niche-based content
• Professional editing and proofreading
• Plagiarism-checks for 100% original content
• Writers with expertise in your industry
• Quick turnaround time